There’s a mantra I use when I’m media training that I teach spokespeople to put at the forefront of their minds and it’s “what do I get?”
I tell them that their job, every time they prepare to go on TV, and every time they’re asked a question, is to pause and think to themselves “what do I want out of this?”
It’s about reminding themselves that as the spokesperson they shouldn’t go in front of the media if they don’t know what they want out of it. What do they want to achieve?
The media interview is transactional
The news media is important for democracy and accountability, it’s key to the healthy working of a free society (I know, I know, massive debate…) and it’s also very transactional.
There is risk, and there is danger, in standing in the glare of their spotlights and speaking into their microphones. And there is reward in the form of exposure, getting your message across, stating your case and telling your story.
And if you don’t know what that reward is, what you want your audience to think and feel, how can you make the best of it?
You’re maximizing the risk and you haven’t even worked out what the reward is.
So you need to think (when preparing with your key message toolkit and using your well-rehearsed question answering techniques) what do I want out this?
You’ll answer the reporter’s question if you can (I haven’t trained Government ministers since 2010), but then it’s your turn.
Media training to land your messages
Land your messages, I tell my spokespeople during media training. Take the opportunity. The journalist is fine with that. They don’t think you’re turning up to play 20 Questions.
So think “what do I get?”
And “what do I get?” is something public relations professionals and corporate communications directors should be asking me, too.
If I want to be their media training partner, they should know the added benefits, for their team and them personally.
Confident engaging spokespeople
Yes, confident, engaging spokespeople are great for your corporate reputation, your brand and your image. That’s great for the press officer.
There are hidden bonuses for you, too, though. The most common word in the feedback I get from newly trained spokespeople is “confidence”. But the two words I hear back most from corporate comms people are “thank you”.
Because after media training, PRs realise how useful having a good media trainer coming to talk to their execs is.
When I go into an organisation I interrogate the issues and the subject matter for each scenario. But I also want to understand how their corporate comms teams brief the spokesperson. I ask how their PRs prep them and support them and advise and guide them.
Credible expert voice
Then I sit in front of senior leaders, as a credible voice, with my grey hair and hefty client list, and tell them what they can expect from their comms team.
I tell them that their press officers are their horizon scanners, troublespotters, gatekeepers and guardians. And I tell them how they will support and protect them. I tell them how they will work together. I act as a bridge between the two, boosting the credibility of the press office. And reinforcing their advice (as long as it’s good).
Which is why the biggest feedback from PRs is “thanks”.
Thanks for backing us, thanks for telling them what we do, thanks for telling them how it is. And thanks for the affirmation, the recognition, the kudos, the legitimisation. Also thanks for helping them understand how it works and that we’re here for them. And for helping them to see how important we are and helping build a relationship we maybe didn’t have. (And thanks for helping us avoid horrors like this car crash interview)
And that’s good for everybody.